New Research: Account-Based Marketing Strategy

Half of marketing professionals consider aligning their initiatives with sales teams a top priority for an ABM strategy in 2018.

But what priorities should your ABM strategy include?

Ascend2, a research-based marketing firm, fielded the Account-Based Marketing Strategy Survey to help answer this question. The survey was fielded the week of January 1, 2018, and a total of 253 marketing professionals participated.

The ABM Strategy Survey Summary Report is available free of charge in the Ascend2 Research Library.

Here are a few noteworthy findings from the research. I welcome ABM experts to provide insight and real-life examples to help marketers apply this research to 2018 strategic efforts.

Finding #1: Top Priorities for ABM

While aligning sales and marketing initiatives is a top priority for half (50%) of marketing professionals, they also want credit where credit is due. For this reason, 41% consider attributing marketing efforts to revenue another top priority for ABM.

Finding #2: Challenging Barriers to Success

39% of marketing professionals say attributing marketing efforts to revenue is a challenging barrier to the success of an ABM strategy. Analytics that track and attribute marketing efforts to sales revenue is a feature required of many marketing technology systems today.

Finding #3: ABM Engagement Effectiveness

Personalized content delivered to the right targets at the right time through segmented email is the most effective digital channels used for engaging ABM accounts. Social media has become another effective channel for nearly half (45%) of marketing professionals.

Final Thoughts

Added findings from the Summary Report include success achieved, primary target segments, effectiveness, engagement difficulty, resources used, and more.

Ascend2 has additional ABM research benchmarks available that may be of interest to you and/or your target audience. To learn more about the Ascend2 Research-Based Marketing Program and/or to discuss in more details the findings from the ABM Survey, email me to schedule a meeting.